Good people need room to develop. They have to find their own voice . . . each IBMer is a businessperson working within the framework of the company structure.

Don't make misrepresentations to anyone you deal with. If you believe the other person may have misunderstood you, correct any misunderstanding you find exists. Honesty is integral to ethical behavior, and trustworthiness is essential for good, lasting relationships.

IBM doesn't want its people to get frustrated and restless because it has them reaching for carrots they can't quit

We depend on you to do the right thing; right for both you and the company. It is no exaggeration to say that IBM's reputation is in your hands.

There are countless ways of achieving greatness, but any road to achieving one's maximum potential must be built on a bedrock of respect for the individual, a commitment to excellence, and a rejection of mediocrity.

. . . top management should spend 40 to 50 percent of its time educating and motivating its people . . .

People buy products for what they can do, not for what they are.